Re: ONLINE-ADS>> Online media kits

Kevin Leathers (Kevin.Leathers_at_obgyn.net)
Fri, 01 Aug 1997 02:07:33 -0500

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Regarding my comment about having media kit and rate information online.

Clifford R. Kurtzman, Ph.D. wrote:

>we've done little if any active selling of the site to
>advertisers/sponsors. Nonetheless, we now have nearly 140
>sponsors/advertisers, each with one year contracts. While I can't retire
>yet, it is fair to say that the revenue from our advertisers adequately
>covers for the related costs of supporting the thirteen people that
>contribute to the site's care and feeding on a full or part time basis.

I don't want to piss off the boss, but these are my comments:

I'm sitting hear with my jaw wide open. I mean WIDE OPEN :( ) You mean I
have spent all my time targeting accounts, cold calling, mailing, trade
shows and travelling halfway around the world and there is an easier way.

Don't hold off any longer, tell us. What is the secret to getting business
with out having to work for it. Is there an easier way? will you give me a job?

>Frankly, I think that putting rates on this site would be rather tacky.
>All we do is just put a note on the home page (bottom of left frame) that
>says:
<snip>
contact Shaun de Jager of de Jager & Company.........
>
>People that want to sponsor the site simply send Shaun an e-mail, and Shaun
>e-mails them a rate sheet. We usually ask the person to supply a name and
>corporate affiliation if they don't do so with their request.

True, but how many request are we talking about. I have dealt with a number
of sites in the last two weeks that rely on e-mail reply and had 3 big ones
that either did not reply or were too late. Examples: IBM Worldwide network
(I need service while in Denmark next week); NO reply, Cooper tires (need to
know if they have replacement tires for my Jeep); NO reply, AVIS (needed
rates for a car in Boston last week) LATE.

Basically, these companies could have helped me out much easier if they had
adequate information on their sites (I know we are not talking about ad
rates here, but the same rules apply). Instead they still have to pay a
person to do the job of phone person to answer their e-mail, and frankly
it's not working. If I realy wanted the extra bother, I would go about it
the old fashion way and wait until I get a chance to make phone calls.

>Actually, there are two other things we do to attract advertisers -- #1 is
>to try to make the site indispensable to its target audience

ABSOLUTELY!

#2 is to >conduct a steady campaign of good, old fashioned public and media
>relations. We make sure that the press is continually aware of the value
>that the site can offer to their readership, and as a result the URL is
>picked up somewhere in the press both online and offline several days each
>week.

Quite a challenge for all of us trying to get free advertising. If you have
any pointers, hopefully we can pick back up on that subject.

>Virtually all of our
>accounts have approached us rather than the other way around. We've done
>some limited active selling from time to time, and undoubtedly will do more
>in the future, but on the whole I've found the cost of pursuing accounts we
>have no relationship with and getting them to hire us is far greater than
>the costs of doing the public relations work that will get clients to come
>to us.

Again please share. What is the golden egg. How can I make money without
working for it. Again, got a job for me?

>Like Glenn Fleishman recently wrote about Amazon.com, our emphasis
>is first on suppo <snip>

Not a good example. Amazon is making money now because they are getting
people to advertise for them for free (actually should shake the hand of
their marketing person for coming up with their plan). But is anyone making
money? And will they keep giving away the free links (if a competator has a
better offer).

Goodag (Still practicing my Danish),

--
Kevin Leathers                  PH:(512)451-2842  FAX:(512)377-5626
Director, Sales & Marketing     OBGYN.net  <http://www.obgyn.net>
Austin, Texas USA 78756         mailto:kevin_at_obgyn.net
ONLINE MEDIA KIT: <http://www.obgyn.net/advert/advert.htm>


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